The Enchanted Valley Carnival (EVC) has always been looked upon as a unique music festival property that combined the fun of a musical campsite alongside professional adventure sports and other distinctive experiences.
Recently, the Universal Music Group announced its decision to associate with the musical festival which the entry of this musical giant into the experiential domain. In an exclusive conversation with Devraj Sanyal, MD, Universal Music Group South Asia, EE explores the reasons for this association and what can be expected out of it.
Q-How did the idea of associating Universal with Enchanted Valley Carnival come across to you?
A-Given my history with the festival business, it was time for us at Universal Music Group India to get into this as we have been increasing out footprints in the nontraditional forms of business as well. Enchanted Valley Carnival was a natural choice as it was the 2nd largest festival in the subcontinent by size & vibe. Interestingly, they were also looking to partner with someone who had a long term vision for the business and thus the match was instantaneous and the rest as they is history.
Q-Universal Music Group so far has had a rather restricted footprint in the world of experiential. With this association now, what can be expected from this edition of the carnival?
A-Actually we have been in the experiential business for a few years now. We have so far had a midsized live artist management business where we execute somewhere between 400-500 artist engagements annually in India & overseas. So experiential has always been a part and parcel of what of what we have done.
With this association we will not only strive to make EVC the most loved stand alone festival in the sub continent but also use the considerable network that Universal commands to use content of the artists both audio & video to increase engagement levels with our core consumer, something that sets us apart from a regular promoter.
Q-You have also been instrumental in laying the foundation of Sunburn. Then what prompted you to associating your brand with a different festival like the Enchanted Valley Carnival which is a strong competition to Sunburn?
A-My years at sunburn are something that I will cherish forever cause we were part of making history. I have a diametrically opposite view on what you view as competition. I think our market is yet in a very nascent stage & no one needs to compete with anyone. Everyone must grow individually & collaboratively for the entire festival business to grow as a whole. Enchanted Valley Carnival was an easy choice as it was the one poised for a partnership.
The promoters had built an envious property on the verge of massive growth & together we intend to deliver that dream.
Q-How is the addition of Universal going to benefit the EVC property? What new has been added to the festival this year?
A-Prima Facie the addition of Universal as a MNC brand with enormous experience in the branded content & sponsorship space has already shown huge dividends in the finalizing of 2 long term partners by way of Bacardi & Saavn. Now, the festival is being positioned as a heady mix of experiences which make it a must attend for anyone who is into music.
Today it has a differentiated positioning of a multi genre music festival, In fact South Asia's only camping and adventure festival. Universal music along with the core team who have had years of experience will work to enhance the experience of Enchanted Valley Carnival this year on every front.
